Mobile marketing performance helps marketers better understand campaign results. Yet, as analytics transitions to mobile from online, app and website measurement needs improvement so marketers better understand consumer sentiment.
Andy Bovingdon, VP of Product Marketing for Bango remarks about the change in consumer adoption of mobile: “…Analytics is less about measuring clicks and more about consumer engagement.”
Google, Bing, Facebook and other advertisers now apply social media principles to achieve a better response of brand awareness. Outdated online tools don’t work well in mobile. Mobile engages consumers through multiple channels of awareness.
Bango is the leading provider of mobile payment and mobile marketing performance analytics products for businesses targeting the Web-enabled mobile devices. The company provides worldwide clients with actionable information, including smartphone Internet usage cellular and Wi-Fi networks.
Mobile Marketing Performance Best Practices
The firms’s reports are far more accurate and comprehensive than other service providers. Bango identifies mobile user behaviors as consumers interact with mobile advertising.
Bango (see case studies) shows data in real-time, helping marketers better track mobile marketing performance through search results. This helps enterprise and smaller businesses better assess each campaign’s ROI.
Juniper Research estimated that mobile ad spend in 2009 was $500M. In 2010, 90% of surveyed brands said they’re increasing mobile expenditures, expanding the need for accurate marketing performance engagement.
Yet, according to a 2009 consumer study, brands, agencies, and mobile providers don’t measure critical factors that improve engagement success.
80% of Brands Don’t Test Mobile Marketing Performance
In a survey of 100 webinar participants, primarily from the United States and Europe, Bango discovered that 83% of brands don’t use mobile marketing performance analytic tools, leading to inaccurate campaign performance reports. 17% use some sort of measurement and 27%–around a third—don’t use mobile measurement tools at all.
According to Bovingdon, “…traditional PC Web analytics solutions rely on JavaScript, cookies and IP addresses to identify a visiting browser…these techniques alone simply do not deliver accurate results on mobile.” (See the Bango blog for additional articles on mobile marketing performance.)
Mobile Payments Growing in the U.S.
In 2009, the U.S. accounted for over 29% of the world’s total web browsing, beating out the U.K. Mobile payment use is also growing faster in the U.S. than other countries, requiring better user engagement measurement over longer periods of time.
Due to increasing worldwide mobile Web use, Bango’s CEO, Ray Anderson, and Andy stress the importance of the “lifetime value of customers,” who demonstrate low churn and mobile marketing brand opt-out rates. That’s the ultimate measure of mobile marketing performance.
Andy Bovingdon Podcast Interview Summary
During the podcast, Andy and Brian Prows discuss Bango mobile payments, mobile marketing performance engagement tools and the 2009 study showing that brands are not adequately measuring mobile campaigns. Additional topics include:
- The importance of “relevance” in mobile interactions with consumers. User engagement with mobile devices and consumers lasts longer than any other communications channel. To maintain engagement, however, brands must deliver personalized mobile experiences, presenting information, products, and services that are tailored to each consumer
- How mobile analytics tools increase marketing ROI and complement payment solutions.
- Why it’s critical that marketers and advertisers make consumer mobile transactions simple and seamless from end-to-end, whether engagement occurs via carrier cell towers or through Wi-Fi
- The proliferation of a growing number of mobile devices–phones, iPads, Kindles–and the importance of using mobile analytics tools to measure user behavior. Andy echoes comments made by other mobile experts saying “everything is going mobile.”
- Why many brands are throwing money away by not analyzing consumer mobile interactions beyond basic metrics like the type of handset, screen resolution, and location. Many marketers simply lack information and familiarity with the unique qualities of consumer behavior while on the mobile Internet. Traditional PC Web analytics doesn’t produce accurate mobile measurements
- How 4G wireless networks and Wi-Fi impact reporting, critically important for iPhone and other smartphone users.
- The growth of entrepreneurial SMB’s with new business models targeted at untouched mobile markets
- Importance of mobile billing and analytics integration to reveal mobile performance measurement campaigns accurately and comprehensively
- Integrated billing solutions allowing brands and advertisers to easily collect mobile payments, eliminating the need for SMS texting or the PayPal model for purchases. This creates a simple, click-to-buy experience.
- Bango’s partnerships with operators and others that enhance the company’s reporting accuracy
- Mobile measurement performance tracking of wireless devices on cellular or Wi-Fi networks
- Growth of mobile engagement levels and messaging via Facebook, Twitter and other social media sites
- Future needs using mobile performance measurement analytics tools, according to Andy, are greater accuracy, higher consumer relevance, increased marketing intelligence and tracking new interconnected mobile devices.
Andy Bovingdon
Andy Bovingdon coordinates Bango products and markets, product requirements, positioning, and promotion. He leads the company’s product proposition and strategy, as well, and has over 12 years experience within the global Internet market. He’s worked for both start-ups and established brands.
Before joining Bango, Andy was Head of Marketing and Product Management for ANT, the leading supplier of Web-based user interface platforms in the IPTV market.
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